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The GRE is a standardized test that is an admissions requirement for many graduate schools in the United States, Canada and a few other countries. The GRE is owned and administered by Educational Testing Service (ETS).

The GRE program faced the challenge of capturing student attention and trust while aligning with University program goals without snubbing them.

Among test takers, there’s a generally unfavorable

view of testing — Test takers often undervalue GRE scores, unaware of the impact on their applications and future opportunities. Simultaneously, universities aiming to diversify applicants and objectively assess readiness for graduate work, make GRE scores optional, inadvertently having the opposite effect.


I was the creative lead for GRE's B2B sector for nearly 5 years, as part of the Stein IAS team. After pitching and winning the B2C business, the 'Questionable Choices' campaign seriously outperformed any campaign in the GRE Program's history.​

Significantly, we leveraged Linkedin to gain nearly 25K more impressions, achieve over 2x CTR and encourage 2240+ registrations - that's 2081 more than the previous campaign. Paid search CTR was also elevated from 2.63% to 15.83%.

Cementing the agency as the B2B and B2C AOR
for GRE going forward.

I also worked on adapting the GRE B2C rebrand for their B2B audience.

Questionable Choices

The "Questionable Choice" campaign highlights relatable fails we've all made, contrasting them with the unquestionable choice of taking the GRE or requiring GRE scores for holisitic admissions. The creative concept resonated across B2B and B2C and was executed via a fully integrated campaign.

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From mixing chemicals together just for kicks, to finishing engineering calculations on two hours of sleep, to forgetting to make an admissions formula holistic... the scenarios spanned everyday "fails" for graduate students and programs, aligning the GRE General Test with being an excellent one.  The campaign extended over social, web, print, and included :15 second pre-roll spots


:15 second prerolls

ReBranding for B2b

To address their perception among students and educators alike — the GRE went through a total rebrand. Trading in generic, bland imagery and stock-like iconography for a much more stylized, ownable and elevated brand closely aligning itself with their core values: Innovation, Quality, Fairness, Individuality, Diversity, and Inclusion.


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NEw Social

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